billups vs WallDecaux

Winning Q4: What UK Brands Need to Know When Planning for the Golden Quarter

A new article has been published on the billups blog: 'Winning Q4: What UK Brands Need to Know When Planning for the Golden Quarter' (Oct 5, 2026).

Billups CEO Says OOH Has Measurement Receipts

Jaime Byrdak, CEO of Billups North America and Drum Awards Festival juror, argues that out-of-home (OOH) advertising is now one of the most measurable channels, contrary to its perception as a brand-awareness-only medium. She highlights that billboards can be tied to store visits and conversions, and that proving performance protects OOH budgets from cuts. Byrdak also discusses the role of AI in OOH, crediting CTO Shawn Spooner's tool 'audrai' for speeding up workflows by up to 50%. She emphasizes that AI handles the 'what' and 'how fast,' while humans own the 'why,' and stresses the importance of curiosity and relationship-building for future leaders.

• Jaime Byrdak is CEO of North America at Billups, an OOH media company.
• She is a juror at the Drum Awards Festival 2026.
• Billups' CTO Shawn Spooner built an OOH-specific AI tool called 'audrai'.

The intelligence behind better OOH decisions

New article on billups.com: 'The intelligence behind better OOH decisions' (6 min read, Aug 24, 2026).

Urban Sports Club B2B Campaign Mixes DOOH, Native, Display

Urban Sports Club, a corporate fitness platform, aimed to boost brand awareness among business decision-makers in Cologne, Germany. Partnering with StackAdapt, they executed a programmatic campaign combining Digital Out-of-Home (DOOH), native, and display advertising. The strategy targeted executives commuting through office districts, using DOOH screens within a 100-meter radius of selected companies' offices during peak hours. Device IDs from DOOH impressions were then used for retargeting via native and display. The campaign achieved 9.83 million impressions (4.98 million from DOOH, 4.85 million from native/display), a 50% increase in website traffic, a 50% rise in keyword searches, and a 50% higher click-through volume. The average DOOH CPM was 15.99 euros. Measurement was supported by ABM Lead Forensics, allowing real-time tracking of target company engagement. Urban Sports Club and StackAdapt plan to replicate this approach in other German cities and potentially other countries.

• Urban Sports Club and StackAdapt launched a combined DOOH, native, and display campaign targeting B2B decision-makers in Cologne.
• Campaign generated 9.83 million total impressions: 4.98 million from DOOH and 4.85 million from native/display.
• DOOH ads were placed on 225 screens within 100 meters of target companies' offices, running weekdays from 7-11 AM and 5-8 PM.

Berlin Pools Display Live Occupancy on Programmatic DOOH

Berliner Bäder-Betriebe (BBB) launched a programmatic digital out-of-home (pDOOH) campaign in Berlin that shows the three nearest summer pools and their real-time occupancy on 82 digital screens across the city. The campaign was implemented jointly with the creative agency glow and outdoor advertising specialist WallDecaux. It uses location data, live occupancy figures from the BBB, weather triggers and Dynamic Creative Optimization (DCO) to drive programmatic, context-aware ad delivery. The occupancy indicator was previously available only on the BBB website and is now exposed in public spaces to help residents find available pool capacity and ticket information.

• Berliner Bäder-Betriebe (BBB) launched a programmatic DOOH campaign showing live pool occupancy.
• The campaign runs on 82 digital screens across Berlin and displays the three nearest summer pools and their current occupancy.
• The campaign was developed and implemented with the agency glow and outdoor advertising specialist WallDecaux.